Buick’s latest sedan, the Verano model, will be officially unveiled Monday during media previews for the 2011 Detroit auto show. GM expects the Verano to appeal to those who are considering whether to buy the Audi A3, Lexus IS 250 and Volvo S40.
Roger McCormack, Buick's product marketing manager, said that the Verano is targeted at those who want “luxury, refined performance, craftsmanship and beauty, but at a value in the luxury market.”
When sales of the Verano start this fall, it will be Buick's lowest-priced sedan. Buick has yet to announce the pricing but industry sources said that it will have a base price in the $20,500 to $22,000 range. Currently, the Regal is Buick's lowest-priced car with a base price of $26,995 including destination.
Buick is relying on the Verano to make the brand attractive to a wider range of buyers. McCormack said that before the Regal and the Verano, Buick competed in segments that represented about 14% of the market.
McCormack believes that with these two models, it has extended its reach into the market and it can now compete in segments that stand for nearly half of the market.
More specifically, the Verano is targeted at buyers in their 20s who may be beginning their careers and have disposable income and want a smaller car.
The new Buick Verano features modern Buick design cues that were first seen on the Buick Enclave and were interpreted for the LaCrosse and Regal. These design cues include a bold black chrome waterfall grille as well as blue translucent projector beam headlamps, chrome accents and portholes.
These cues also include a tailored body-to-wheel relationship as well as premium wheels. The exterior is accentuated by 17-inch multi-spoke forged alloy sterling silver-finish wheels as standard or by any of the two available premium 18-inch wheel designs.
Moreover, the Verano comes with an arching roofline that is linked to a steeply raked windshield and sloping rear pillars. Its front end features translucent blue projector-beam headlamps. Customers could choose from an array of available exterior colors for their Verano: Black, Claret Red Tintcoat, Cyber Gray Metallic, Mocha Bronze Metallic, Olympic White, Switchblade Silver Metallic and White Diamond Tricoat.
Dave Lyon, design director at Buick, remarked that the new Verano is an interpretation of Buick's sculptural design language, following the footsteps set by its Enclave and LaCrosse siblings. He described the new Buick Verano as a great-looking car with excellent proportions and sophisticated details.